Reading Unit 1.

UNIT 1.
MARKETING INTRODUCTION
Nouns: Social Media Marketing, digital technology, global environment, digital

marketing, brand websites, marketing mixes, customer engagement, Mobile marketing,
Marketer.
Verbs: communicate, share, access, rocket, involve, set up, congregate, exchange,
connect, reach, engage
The Digital age: Online, Mobile, and Social Media Marketing

The explosive growth in digital technology has fundamentally changed the way
we live— how we communicate, share information, access entertainment, and shop.
Welcome to the age of the Internet of Things (IoT), a global environment where
everything and everyone is digitally connected to everything and everyone else. More
than 3.3 billion people— 46 percent of the world’s population—are now online; 64
percent of all American adults own smartphones. These numbers will only grow as
digital technology rockets into the future.
The consumer love affair with digital and mobile technology makes it fertile
ground for marketers trying to engage customers. So it’s no surprise that the internet
and rapid advances in digital and social media have taken the marketing world by storm.
Digital and social media marketing involves using digital marketing tools such as
websites, social media, mobile ads and apps, online video, email, blogs, and other digital
platforms to engage consumers anywhere, anytime via their computers, smartphones,
tablets, internet- ready TVs, and other digital devices. These days, it seems that every
company is reaching out to customers with multiple websites, newsy tweets and
Facebook pages, viral ads and videos posted on YouTube, rich-media emails, and
mobile apps that solve consumer problems and help them shop.
At the most basic level, marketers set up company and brand websites that
provide information and promote the company’s products. Many companies also set up
branded community sites, where customers can congregate and exchange brand-related
interests and information. Beyond brand websites, most companies are also integrating
social and mobile media into their marketing mixes.
Social media marketing
It’s hard to find a brand website, or even a traditional media ad, that doesn’t
feature links to the brand’s Facebook, Instagram, Twitter, Google+, YouTube, Snapchat,
Pinterest, LinkedIn, or other social media sites. Social media provide exciting
opportunities to extend customer engagement and get people talking about a brand.
Some social media are huge—Facebook has more than 1.59 billion active
monthly members. Instagram has more than 400 million active monthly users, Twitter
has more than 315 million monthly users, Google+ racks up 300 million active monthly
visitors, and Pinterest draws in more than 100 million users. Reddit, the online social
news community, has 234 million unique visitors each month from 185 countries. But
smaller, more focused social media sites are also thriving, such as CafeMom, an online
community of 20 million moms who exchange advice, entertainment, and
commiseration at the community’s online, Facebook, Twitter, Pinterest, YouTube,
Google+, and mobile sites. Even tiny sites can attract active audiences, such as
Birdpost.com for avid birdwatchers or Ravelry.com for knitters and crocheters.
Online social media provide a digital home where people can connect and share
important information and moments in their lives. As a result, they offer an ideal
platform for real-time marketing, by which marketers can engage consumers in the
moment by linking brands to important trending topics, real-world events, causes,
personal occasions, or other important happenings in consumers’ lives.
Mobile marketing
Mobile marketing is perhaps the fastest-growing digital marketing platform.

Smartphones are ever present, always on, finely targeted, and highly personal. This
makes them ideal for engaging customers anytime, anywhere as they move through the
buying process.
For example, Starbucks customers can use their mobile devices for everything
from finding the nearest Starbucks and learning about new products to placing and
paying for orders.
Four out of five smartphone users use their phones to shop—browsing product
information through apps or the mobile web, making in-store price comparisons,
reading online product reviews, finding and redeeming coupons, and more. Almost 30
percent of all online purchases are now made from mobile devices, and mobile online
sales are growing 2.6 times faster than total online sales. During this past holiday
season, mobile shoppers made up more than 70 percent of traffic to Walmart.com,
accounting for almost half the site’s orders over the Black Friday weekend. Marketers
use mobile channels to stimulate immediate buying, make shopping easier, enrich the
brand experience, or all of these.
Answer the questions:
1. How many people are online in the world now?
2. How many percent of all American adults own smartphones?
3. What does digital and social media marketing involve?
4. What is company reaching out to customers with?
5. What do Social media provide?
Decide if the statements are True or False?
1. At the most basic level, accountants set up company and brand websites.
2. Companies rarely integrate social and mobile media into their marketing
mixes.
3. Mobile marketing is perhaps the fastest-growing digital marketing platform.

4. Starbucks customers can use their mobile devices for everything from finding
the nearest Starbucks and learning about new products to placing and paying for orders.
5. Mobile online sales are growing 10 times faster than total online sales
6. Marketers use mobile channels to stimulate immediate buying, make

shopping easier, enrich the brand experience, or all of these.

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UNIT 1.

Nouns: Social Media Marketing, digital technology, global environment, digital

The Digital age: Online, Mobile, and Social Media Marketing

Social media marketing

Mobile marketing is perhaps the fastest-growing digital marketing platform.

Answer the questions:

1. How many people are online in the world now?

2. How many percent of all American adults own smartphones?

3. What does digital and social media marketing involve?

4. What is company reaching out to customers with?

5. What do Social media provide?

Decide if the statements are True or False?

3. Mobile marketing is perhaps the fastest-growing digital marketing platform.

6. Marketers use mobile channels to stimulate immediate buying, make

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